Twice as nice: Video ads do better on Twitter than YouTube image

Video ads do better on Twitter than YouTube

Video ads on Twitter are two times more effective than skippable pre-rolls on sites like YouTube, according to a joint study by IPG Media Lab and Twitter.

“The same video ad is nearly twice as memorable in a social video feed compared to a similarly skippable video format on premium sites, and is a stronger driver of brand favorability,” according to an IPG Media Lab blog post.

The study, which examined the impact of ad environments on brand metrics including recall, perception of relevance and brand favorability, found that half of the study’s respondents remembered video ads after just one second of viewing.

The companies said that video ads are more memorable in Twitter’s feed than on other premium sites because Twitter is self-curated, making content more personal, more relevant and less intrusive. Video ads on Twitter were seen as 10% more relevant, 8% more favorable and 8% less intrusive, according to the study.

The findings also suggested that the first few seconds of a video ad are important when it comes to connecting with viewers. For example, providing heavier, early branding can help drive awareness at lower levels of viewability. Also, getting to the point by providing the most important information in the ad upfront instead of waiting makes ads much more persuasive.

In addition to being surveyed, more than 4,500 survey participants were recruited online and then randomized into a media experience with their behaviors passively tracked for the study.

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